In one of its latest commercials, Samsung, for example, seeks to push away the status-seeking crowd often associated with Apple products. In fact, the company blatantly alienates a huge audience.

Is this a smart move?

Well, I’m not a fan of attack tactics. But I understand the reasoning behind Samsung’s strategy. The company’s marketing staff recognizes that many of their prospects see themselves among an anti-Apple crowd.

Now, I’m not here to decide whether or not Samsung’s tactics sell more smartphones. Instead, the lesson worth noting from both companies is the importance of who you target with your marketing.

Keep in mind, prospects buy products and services for four basic reasons -- they either need, want, wish or desire what you offer.

For example, a prospect may buy a criminal defense attorney’s services because he needs help after getting arrested for a violent crime. He may buy a Toyota Prius because wants to make a strong statement about his environmental beliefs. He may buy a larger house because he wishes to “keep up with the Joneses.” Or he may buy a high-powered speed boat because he desires the attention it attracts while skimming across the lake.

As you can see, there’s a purpose for every purchase. And it’s that purpose the drives the sale — not the product or service.

So what motivates your prospects to take action? What’s their biggest desire?

What problems or frustrations keep your prospect from achieving this outcome?

Once you incorporate the reasons behind people’s purchases into your marketing, you increase the odds of getting greater responses.

Tom Trush is a Phoenix-based direct-response copywriter who helps business owners craft lead-capturing marketing materials. He is the author of “The ‘You’ Effect: How to Transform Ego-Based Marketing Into Captivating Messages That Create Customers” and “The Reluctant Writer’s Guide to Creating Powerful Marketing Materials: 61 Easy Ideas to Attract Attention and Get More Customers.” More of his educational articles, videos and expert interviews are available on his website at writewaysolutions.com.

About the Author: Tom Trush is a Phoenix-based direct-response copywriter who helps business owners craft lead-capturing marketing materials. He is the author of “The ‘You’ Effect: How to Transform Ego-Based Marketing Into Captivating Messages That Create Customers” and “The Reluctant Writer’s Guide to Creating Powerful Marketing Materials: 61 Easy Ideas to Attract Attention and Get More Customers.” More of his educational articles, videos and expert interviews are available on his website at writewaysolutions.com.